Sales Marketing

Terry S. Mulhern, MBA

**** ********* **** ******, **** 43016 C: 216-***-**** E: *********@*****.***

Senior-Level Marketing Executive

Successful Marketing Executive, change agent, and sales champion with a proven record of accomplishments driving business for Fortune 500 companies and diverse industries. Well-versed in all aspects of strategic business development with a history of generating multimillion-dollar sales growth and expanding revenue streams. Expert at growing brand awareness across multiple platforms while leveraging customer insights. Successful in spearheading high-impact sales initiatives and multimedia, integrated campaigns that demonstrate a deep understanding of what customers need and value. Extensive experience in the development, coaching, and leadership of personnel.

Growing and Developing Brands

Business, Marketing and Brand Strategy

Advertising & Database Agency Management

Loyalty & Membership Programs

Forecasting & Performance Modeling

Building & Leading Marketing Teams

Web and Digital Marketing (SEO/PPC/Content)

Operations and P&L Management

Database & CRM Management

B2B and B2C Marketing

Career Highlights

COO – Epiphany Management Group

Grew sales 400% over three years while turning a net loss in year one into a 10% net profit in year three. Devised powerful sales and marketing strategy, launched two new divisions, built top-performing management team, penetrated two new markets, developed efficient internal systems, and revitalized the overall brand.

VP Marketing – Things Remembered

Achieved 12% annual sales growth while generating a 68% increase in profit. Repositioned brand with a new brand strategy. Expanded direct marketing expertise, implemented loyalty program, devised SEO/SEM tactics, optimized performance of store locations, and created memorable brand awareness campaign.

AVP Marketing – Nationwide Insurance

Boosted sales 15% for three consecutive years by formulating affinity sales and marketing strategy, redefining the target market, perfecting sales processes, driving marketing automation, deploying direct marketing strategies, and maximizing cross-selling opportunities. Successfully reorganized the entire department.

AVP Marketing – Nationwide Insurance

Increased organic search volume 463%, paid search volume 243%, and call volume 43%. Designed and delivered direct marketing strategies which included DRTV, direct mail, SEO, SEM, social media, and website content strategies.

Professional Experience

JEGS AUTOMOTIVE … COLUMBUS, OHIO (2015)

Nation’s second largest retailer of performance auto parts. Internet & Catalog business with global customer base and $200 million in annual revenue.

CHIEF MARKETING OFFICER (CMO) & DIRECTOR

Spearheaded marketing activities company-wide. Ensured best marketing mix for each category, balancing television, radio, sponsorship, direct mail, social media, email, print, and SEO/SEM strategies. Worked collaboratively across business units to introduce internal efficiencies and upgrade branding efforts across all customer touch points. Supervised outside agencies and service providers such as RR Donnelly, Channel Advisor, and Bazaar Voice. Cultivated strong relationships with key partners such as eBay, Amazon and Newegg. Directed $13 million marketing budget for the entire organization.

Increased revenue 160% year-over-year through online marketplaces such as Amazon, eBay, and Newegg. Expanded eligible SKU count and SKU level content. Launched second eBay special order store to sell products that would traditionally not qualify for eBay top rated seller status by negotiating unique contract to carry over top rated seller status from existing eBay store.

Boosted PPC revenue 15+% while driving down cost by 16%; continually evaluated, tested, and refined PPC strategy. Increased income from email marketing 22% while cutting costs by 30%.

Built comprehensive brand awareness campaign, securing TV spots on Velocity Channel, MAV-TV, and select FOX Sports channels. TV campaign backed by social media, digital marketing, email blasts, and website promotions. Negotiated direct product integration into shows such as Misfit Garage, All Girls Garage, Truck U and Iron Resurrection.

Custom built new CRM platform, consolidating disparate data across the enterprise into single, actionable database. New database enables JEGS to build custom loyalty programs market to individual customers based on specific automobile and drastically improve analytics capabilities.

Reduced cost-per-catalog 17% by testing optimal page count and rolling out most successful page count based on ROI. Oversaw strategy and execution of 6+ million catalogs across six distribution cycles.

USI AFFINITY … COLUMBUS, OHIO (2014)

Multifaceted sales and marketing company that delivers high-value insurance member benefits to a wide variety of organizations. Company partners with 400+ associations and 15,000+ businesses, representing 20+ million members.

DIRECTOR

Expertly directed marketing, strategic planning, and sales support for all business lines managed out of the Columbus office including College Insurance Resources, student health insurance, and travel insurance. Drove top-line revenue from insurance sales; guided sales division to secure relationships with endorsing organizations and then delivered customized marketing campaigns to organization members. Strengthened relationships with endorsing organizations, insurance carriers, social media agencies, direct mail vendors and web design company.

Grew Student Health sales 15%, turning around previously declining division by implementing new sales/marketing plans. Empowered sales team by developing can’t-fail strategies and producing attention-grabbing collateral material.

Boosted travel insurance sales, increasing top-line revenue 12% YOY, by spearheading SEO, PPC, social media, and website redesign initiatives. Revamped core website and four microsites. Optimized performance of direct mail, internet marketing, print, and event promotion campaigns. Drove cross-selling opportunities by developing central customer database.

Formulated high-impact growth strategies for all three product divisions. Designed targeted sales techniques and identified new target markets for each division. Implemented one-/three-/five-year strategic plans, and used dashboards to track progress towards quarterly goals.

EPIPHANY MANAGEMENT GROUP (EMG) … AKRON, OHIO (2011 – 2014)

Trusted technology management partner for numerous K-12 organizations nationwide. Epiphany is ranked on the 2014 INC 5000 list, a distinguished honor reserved for the fastest-growing private companies in America.

CHIEF OPERATING OFFICER (COO)

Ensured smooth operations after merger between EMG Technology and Mind Grab Media. Directed organization, driving performance of EMG’s three divisions: EMG Technology, EMG Interactive and EMG Learning. Directly managed all support staff of HR, accounting and sales. Designed target marketing strategy using direct mail, email, and innovative sales methods. Optimized revenues and profit margins, while controlling and eliminating expenses. Built comprehensive database of every school leader within Ohio to inform sales and marketing strategy. Thoroughly trained every associate to achieve Customer Service excellence.

Quadrupled size of business. Transformed stagnant, $1.2 million/year business into a thriving $7 million/year enterprise. Grew organization from 30 to 120+ employees. Aggressively grew business by hiring, coaching, and building remarkable sales and marketing teams.

Achieved 100% brand awareness, saturating targeted market, within one year. Expanded territory from Northeast Ohio to all of Ohio, ensuring every Superintendent in the state was completely aware of EMG. Successfully repositioned brand, and implemented highly effective growth strategies.

Skillfully negotiated every major client contract, closing deals valued at $5+ million apiece. Average EMG contract is worth $60,000/year for three-year contracts. Delivered major client sales presentations, and evaluated/approved every new client contract.

Maintained strong focus on 100% customer satisfaction, not just closing tickets. Created and instituted client-focused “EMG Way” go-to-market strategy and differentiation plan. Ensured every member was 100% trained on “EMG Way”. Conducted customer satisfaction survey after every ticket and shared the results directly with clients.

Significantly improved efficiency by implementing time, attendance, and project management system to track labor hours and client assignments. System provided 100% employee oversight, client profitability reports, and accurate new client forecasts. Empowered staff with real-time data that delivered timely updates to school boards. Introduced Salesforce.com CRM system for all sales activities.

Successfully launched EMG Learning division, and grew it to $300,000 while differentiating brand with superior service offerings. Division offered comprehensive IT training for school staff and strategic planning. Designed and implemented EMG’s proprietary strategic planning process for schools, leading many schools to choose EMG for all outsourced technology support needs.

NATIONWIDE INSURANCE … COLUMBUS, OHIO (2006 – 2011)

Fortune 500 insurance company with total operating revenue of $25.3 billion; leading provider of property/casualty insurance and long-term retirement savings products.

ASSISTANT VICE PRESIDENT – DIRECT & AFFINITY MARKETING

Significantly improved operations of two major marketing divisions within property and casualty (P&C) of Affinity, which sold to partner organizations, and Direct, which sold directly to consumers. Headed web marketing, direct marketing, social media, SEO/SEM, DRTV, and collateral design efforts. Strengthened relationships with database agency, advertising firm, and internal teams. Produced sales materials/presentations for the sales team and closed major deals. Managed marketing budget of $60 million.

Grew affinity business 15+% each year. Forged lucrative relationships, expanded product offerings, and targeted new audiences. Successfully built new strategic direction for division and redesigned affinity team. Seamlessly managed marketing materials for 300+ clients and supported rapid business growth by implementing marketing automation software.

Increased Nationwide.com’s traffic 463% through search engines optimization (SEO) and 243% through Pay Per Click Marketing (PPC). Reduced cost per quote on-line by 35%. Increased call center business 43% via direct marketing.

THINGS REMEMBERED … COLUMBUS, OHIO (2001 – 2006)

Personalized gift retailer with $350 million in annual sales, 600+ mall locations across 48 states.

VICE PRESIDENT OF MARKETING

Directed team of 14-16 and oversaw work of outside advertising/database agencies. Developed three key customer segments that steered high-level strategy for consumers buying general gifts, wedding gifts, and business recognition gifts. Managed marketing budget and produced monthly forecast for executive team. Steered all marketing and branding initiatives for the business, deftly running direct marketing, SEO/SEM, media relations, in-store collateral, and online advertising initiatives.

Generated $6.6 million in revenue by conceptualizing and launching Rewards Club loyalty program, which enrolled 2.2+ million customer into the fee based program over three years. Program was fully self-funded and increased repeat purchases by 22+% and boosted average order value 13%.

Increased sales 12% annually while raising operating profit 68%. Grew average dollar sale by attracting more affluent customers. Elevated branding at every consumer touch point. Improved quality of catalog and photography, and redesigned the website to appeal to upscale consumers. Maintained e-commerce sales growth rate at 40+% every year during tenure.

Past success as Vice President – Sector Manager at MBNA America Bank.

Initially served as Product Manager at Key Bank.

Education

CASE WESTERN RESERVE UNIVERSITY, Cleveland, Ohio

Master of Business Administration (MBA), Concentration in Finance/Marketing

JOHN CARROLL UNIVERSITY, Cleveland, Ohio

Bachelor of Science, Business Administration (BSBA), Concentration in Finance, Dean’s List

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